BMW is partnering with the Solomon R. Guggenheim Foundation and Museum for a six-year, worldwide initiative to explore major issues affecting urban life in the 21st century.
The BMW Guggenheim Lab will tour three cities across three continents every two years, engaging the leading thinkers across multiple academic disciplines to create an interactive educational experience for exploring urban issues. New York’s Guggenheim Museum will host an exhibition that explores the major themes of each two-year cycle.
“It’s great to be talking about the issues of the major cities of tomorrow, but at the same time it only makes sense if we are knee-deep in the reality of cities today,” said Thomas Girst, head of cultural communications for BMW Group, Munich. “To face the challenges that lie ahead, there has to be a multidisciplinary approach.”
“It is important to involve the sciences, engineering, business, psychology [and other disciplines] to do things that are both intellectually stimulating and fun,” he said.
BMW produces mid-range and upscale automobiles. Its 1 Series of vehicles start below $30,000, while its high-end 7 Series sedans have base prices ranging from $70,000 to $137,000.
The city of the future
BMW and the Guggenheim Foundation said the initiative is meant to engage a new generation of leaders in architecture, art, science, design, technology and education to address the challenges ahead of cities by looking at the issues they face today.
Each city will have a four-member lab team comprised of early- to mid-career professionals who have been identified as emerging leaders in their fields.
The teams will develop concepts and designs for the labs, while also designing the programs and events for their labs.
The first lab will tour in a yet-to-be-named North American city starting in late-summer 2011, before moving onto a European and Asian city to complete the two-year cycle.
Here is a conceptual sketch off the BMW Guggenheim Lab structure
Architecture firm Atelier Bow-Wow, Tokyo, was commissioned to design the first lab, while Seulki & Min, Seoul, South Korea, will design its graphic identity.
The companies have planned several ways to promote the initiative such as social media campaigns, live-streaming video of the labs and an interactive Web site, which has yet to be designed.
The Guggenheim foundation has already released two videos on YouTube explaining the purpose of the initiative and its first cycle’s theme, “Confronting Comfort: The City and You.”
This video introduces the initiative's first theme
BMW and the Guggenheim Foundation will reveal more details next spring, including the logo of the lab, the architectural model and the names of the first three participating cities.
Additionally, the companies will announce a nine-member advisory board responsible for picking the lab teams. No representatives from BMW or Guggenheim will hold spots on the board, a decision made to ensure the independence of the initiative’s leadership.
Carmakers show they care
Premium automakers have been working to position themselves as more environmentally conscious recently, and with good reason.
Luxury brands must engage social responsibility or risk losing customers, according to the World Jewelry Confederation (see story).
Lexus has taken note, launching the third iteration of its Eco Challenge philanthropy program (see story).
“This engagement is about cultural engagement and positioning [BMW] as a good corporate citizen with long-term and sustainable engagement in the arts,” Mr. Girst said. “It’s not about hopping from event to event but about doing something meaningful and authentic.
“I strongly believe our international engagement over 40 years has proven again and again that we are in it for the long haul here,” he said.
Final Take